Test Bank
Consumer Behavior and Managerial
Decision Making
Second Edition
Frank R. Kardes
,Chapter 1 The Scientific Study of Consumer Behavior
TRUE/FALSE. Write “T” if the statement is true and “F” if the statement is false.
1. The scientific approach is the only approach for dealing effectively with events that
are influenced by probability or chance.
Answer: TRUE (page 3)
2. The scientific approach should be used in the physical sciences, not in marketing.
Answer: FALSE (page 3)
3. Most managers use the scientific approach when making decisions.
Answer: FALSE (page 4)
4. Scientists are more interested in explanation whereas marketers are more interested in
prediction.
Answer: TRUE (page 9)
5. If a manager knows that advertising is highly correlated with increased sales, then he
or she can be confident that increased advertising will cause an increase in sales.
Answer: FALSE (page 15)
6. Zero correlation means that there is no systematic relationship between two variables.
Answer: TRUE (page 13)
7. A positive correlation means that one variable influences the other variable.
Answer: FALSE (page 15)
8. Random assignment of subjects to conditions ensures that individual differences
among subjects do not influence experimental results.
Answer: TRUE (page 16)
9. Behavioral scientists typically study “static” phenomena.
Answer: FALSE (page 17)
10. Physical scientists have greatly increased our understanding of uncertainty.
, Answer: FALSE (page 17)
11. Multiple converging measures are used to reduce uncertainty.
Answer: TRUE (page 18)
12. Most people intuitively understand the laws of probability.
Answer: FALSE (page 20)
13. Most people are insensitive to regression effects.
Answer: TRUE (page 20)
14. Extreme events are usually followed by less extreme events.
Answer: FALSE (page 20)
15. Law students typically outperform psychology graduate students in logical reasoning.
Answer: FALSE (page 22)
16. The cause always precedes an effect.
Answer: TRUE (page 15)
17. Four events occurring jointly is always less probable than one event occurring alone.
Answer: TRUE (page 11)
18. The four “P”s of marketing are examples of situational variables.
Answer: TRUE (page 8)
19. Just using common sense helped Heinz’s clam chowder become a huge success.
Answer: FALSE (page 4)
20. Proctor & Gamble’s first diaper promotions were successful because its managers
used the scientific approach.
Answer: FALSE (page 5)
, MULTIPLE CHOICE. Select the best response.
1. Prediction is based on __________, and explanation is based on ________.
a. causation; causation
b. causation; correlation
c. correlation; causation
d. control; description
Answer: c (page 15)
2. In an experiment, the independent variable is the __________, and the dependent
variable is the __________.
a. statistic; control
b. cause; effect
c. effect; cause
d. control; error
Answer: b (page 16)
3. In an experiment, random assignment of participants to conditions:
a. controls for dynamic redundancy.
b. controls for measurement error.
c. controls for statistical power.
d. controls for individual differences among participants.
Answer: d (page 16)
4. In an experiment, the independent variable is ___________, and the dependent
variable is ___________.
a. manipulated; measured
b. measured; manipulated
c. randomized; controlled
c. controlled; randomized
Answer: a (page 16)
Consumer Behavior and Managerial
Decision Making
Second Edition
Frank R. Kardes
,Chapter 1 The Scientific Study of Consumer Behavior
TRUE/FALSE. Write “T” if the statement is true and “F” if the statement is false.
1. The scientific approach is the only approach for dealing effectively with events that
are influenced by probability or chance.
Answer: TRUE (page 3)
2. The scientific approach should be used in the physical sciences, not in marketing.
Answer: FALSE (page 3)
3. Most managers use the scientific approach when making decisions.
Answer: FALSE (page 4)
4. Scientists are more interested in explanation whereas marketers are more interested in
prediction.
Answer: TRUE (page 9)
5. If a manager knows that advertising is highly correlated with increased sales, then he
or she can be confident that increased advertising will cause an increase in sales.
Answer: FALSE (page 15)
6. Zero correlation means that there is no systematic relationship between two variables.
Answer: TRUE (page 13)
7. A positive correlation means that one variable influences the other variable.
Answer: FALSE (page 15)
8. Random assignment of subjects to conditions ensures that individual differences
among subjects do not influence experimental results.
Answer: TRUE (page 16)
9. Behavioral scientists typically study “static” phenomena.
Answer: FALSE (page 17)
10. Physical scientists have greatly increased our understanding of uncertainty.
, Answer: FALSE (page 17)
11. Multiple converging measures are used to reduce uncertainty.
Answer: TRUE (page 18)
12. Most people intuitively understand the laws of probability.
Answer: FALSE (page 20)
13. Most people are insensitive to regression effects.
Answer: TRUE (page 20)
14. Extreme events are usually followed by less extreme events.
Answer: FALSE (page 20)
15. Law students typically outperform psychology graduate students in logical reasoning.
Answer: FALSE (page 22)
16. The cause always precedes an effect.
Answer: TRUE (page 15)
17. Four events occurring jointly is always less probable than one event occurring alone.
Answer: TRUE (page 11)
18. The four “P”s of marketing are examples of situational variables.
Answer: TRUE (page 8)
19. Just using common sense helped Heinz’s clam chowder become a huge success.
Answer: FALSE (page 4)
20. Proctor & Gamble’s first diaper promotions were successful because its managers
used the scientific approach.
Answer: FALSE (page 5)
, MULTIPLE CHOICE. Select the best response.
1. Prediction is based on __________, and explanation is based on ________.
a. causation; causation
b. causation; correlation
c. correlation; causation
d. control; description
Answer: c (page 15)
2. In an experiment, the independent variable is the __________, and the dependent
variable is the __________.
a. statistic; control
b. cause; effect
c. effect; cause
d. control; error
Answer: b (page 16)
3. In an experiment, random assignment of participants to conditions:
a. controls for dynamic redundancy.
b. controls for measurement error.
c. controls for statistical power.
d. controls for individual differences among participants.
Answer: d (page 16)
4. In an experiment, the independent variable is ___________, and the dependent
variable is ___________.
a. manipulated; measured
b. measured; manipulated
c. randomized; controlled
c. controlled; randomized
Answer: a (page 16)
